ANTECEDENTS OF PURCHASE INTENTION OF BEAUTY PRODUCTS IN THE MARKETPLACE
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Shakila Zahra(1*)
Department of Management, Faculty of Economics and Business, University of Swadaya Gunung Jati
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Indri Styawati(2)
Department of Management, Faculty of Economics and Business, University of Swadaya Gunung Jati
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Aang Curatman(3)
Department of Management, Faculty of Economics and Business, University of Swadaya Gunung Jati
(*) Corresponding Author
Keywords:
User Generated Content, Perceived Usefulness, Consumer Attitude, Purchase Intention
Abstract
The purpose of this study is to investigate how perceivable usefulness (PU) and user-generated content (UGC) affect purchase intention (PI), as well as how consumer attitude (CA) functions as a mediator between PU and PI. The validity and reliability of the measurement model are tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS 4. The findings demonstrate that CA affects PI, PU affects CA, and UGC affects PI. Furthermore, PI is directly impacted by PU, and the impact of PU on PI is demonstrated to be mediated by CA. However, this study is limited to evaluating the measurement model without analysing causal relationships. Future research is recommended to test structural relationships and to apply this model to different consumer segments and industries.
Keywords: User Generated Content; Perceived Usefulness; Consumer Attitude; Purchase Intention
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References
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https://doi.org/10.60036/jbm.v3i4.art7
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Al-Aziz, A. M. A., & Metawie, M. (2022). The Role of Emotions and Social Influence on Consumer Purchase Intention towards Online Retailers. International Journal of Science and Management Studies (IJSMS), June, 240–253.
https://doi.org/10.51386/25815946/ijsms-v5i3p128
Alberto, J., & Riza, F. (2023). Electrifying Consumer Choices: Unveiling the Road to Green Intentions and EV Adoption. Journal of Consumer Sciences, 8(3), 257–276. https://doi.org/10.29244/jcs.8.3.256-276
Anisa, D. K., & Marlena, No. (2022). Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2), 207–218. https://doi.org/10.56338/jsm.v9i2.2610
Annisa, N., & Hanafiah, A. (2024). Understanding the Appeal of Local Cosmetics of Mustika Ratu Cosmetics in Shaping Indonesian Generation Z Purchase Intentions. Jurnal Ilmiah Manajemen Dan Bisnis, 10(3), 406.
https://doi.org/10.22441/jimb.v10i3.31041
Baier, D., Decker, R., & Asenova, Y. (2025). Collecting and Analyzing User-Generated Content for Decision Support in Marketing Management: An Overview of Methods and Use Cases. In Schmalenbach Journal of Business Research. https://doi.org/10.1007/s41471-025-00208-7
Christine, S. & Sembiring, B. K. F. (2024). User Generated Content ( UGC ) to Visit and Purchase Intention : Literature Review. Jamek (Jurnal Akutansi Manajemen Ekonomi Dan Kewirausahaan), 4(2), 108–120.
https://doi.org/10.47065/jamek.v4i2.1265.CITATION
Edwards, A., Edwards, C., Shaver, C., & Oaks, M. (2009). Computer-mediated word-of-mouth communication on ratemyprofessors.com: Expectancy effects on student cognitive and behavioral learning. Journal of Computer-Mediated Communication, 14(2), 368–392.
https://doi.org/10.1111/j.1083-6101.2009.01445.x
Edwin, W. S. (2023). The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable. International Journal of Review Management Business and Entrepreneurship (RMBE), 3(1), 21–29.
https://doi.org/10.37715/rmbe.v3i1.3929
Fahlevi, M., Hasan, F., & Islam, M. R. (2023). Exploring Consumer Attitudes and Purchase Intentions: Unraveling Key Influencers in China’S Green Agricultural Products Market. Corporate and Business Strategy Review, 4(3), 74–87. https://doi.org/10.22495/cbsrv4i3art8
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Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12, 1–12. https://doi.org/10.3389/fpsyg.2021.697382
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Ha, M. T., Nguyen, G. Do, Nguyen, T. H. T., & Thi Nguyen, B. D. (2023). The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content. Humanities and Social Sciences Communications, 10(1), 1–12. https://doi.org/10.1057/s41599-023-02340-3
Hadi, M. A., Besra, E., & Verinita. (2022). Enrichment: Journal of Management The Effect of Perceived Risk and Perceived Usefulness on Purchase Intention with Customer Attitude as a Mediation Variable (Survey of Tokopedia Consumers in Padang City). Enrichment: Journal of Management, 12(4), 2918–2930.
Hair, J. F., & Brunsveld, N. (2019). Essentials of business research methods. In Essentials of Business Research Methods. Routledge.
https://doi.org/10.4324/9780429203374
Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/10.1108/SJME-03-2022-0043
Hidayat, D. (2023). Pengaruh Perceived Usefulness Terhadap Purchase Intention Pada Shopee Dengan Customer Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Dan Bisnis Performa, 20(1), 97–109.
https://doi.org/10.29313/performa.v20i1.11506
Ishomi, A. R., Fatimah, S. E, & Curatman, A. (2025). The impact of neuromarketing and influencer marketing on the decision process of generation Z consumers on the purchase of halal cosmetics. 9(1), 1019–1033.
https://doi.org/10.55214/25768484.v9i1.4306
Islam, M. A., Kaium, M. A., Zahan, I., & Rahman, M. S. (2024). Does user-generated content trigger university graduates’ online purchase intention? Mediating role of brand image. Asian Management and Business Review, 4(1), 105–121. https://doi.org/10.20885/ambr.vol4.iss1.art7
Jaiswal, D., Kaushal, V., Kant, R., & Kumar Singh, P. (2021). Consumer adoption intention for electric vehicles: Insights and evidence from Indian sustainable transportation. Technological Forecasting and Social Change, 173(July), 121089. https://doi.org/10.1016/j.techfore.2021.121089
Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 1(4), 1–8. https://doi.org/10.31580/jmi.v4i1.18
Kahfi, F., & Suyuthi, N. F. (2024). Strategic Use of User Generated Content for Consumer Engagement in Online Retail. Journal of Social Commerce, 4(2), 108–119. https://doi.org/10.56209/jommerce.v4i2.112
Karman, M. A. (2015). The Impact of Social Media Marketing on Brand Equity toward the Purchase Intention of Starbucks Indonesia. IBuss Management, 3(2), 77–88.
Lady, Ricky, I. N. (2024). What Factors Drive Purchase Intentions? An Examination of Online Marketplace Users. Journal of Enterprise and Development (JED), 6(1), 591–605. https://doi.org/10.20414/jed.v6i3.11362
Lee, V., Park, S., & Lee, D. (2022). The Effect of E-commerce Servi ce Quali ty Factors on Customer Sati sfacti on, Purchase Intention, and Actual Purchase in Uzbekistan. Global Business and Finance Review, 27(3), 56–74.
https://doi.org/10.17549/gbfr.2022.27.3.56
Marissa, I., & Wedhasmara, A. (2022). Penetapan Pengaruh Usefulness, Easy Of Use, Risk Terhadap Intention To Buy Online Melalui Customer Attitude Berbasis Media Sosial Di Bellaneshop. Generic, 14(1), 1–7.
https://doi.org/10.18495/generic.v14i1.124
Meisur, D., Atika, & Aisyah, S. (2024). The Influence of Consumer Product Knowledge, Trust, and Risk Perception on Purchse Intention Among Shopee Consumers : The Role of Reviewers as a Moderating Variable. JMKSP (Jurnal Manajemen,Kepemimpinan, Dan Supervisi Pendidikan), 13(01), 467–480. https://ejournal.seaninstitute.or.id/index.php/Ekonomi
Memon, M. A., Ramayah, T., Ting, H., & Cheah, J. (2025). Purposive Sampling : A Review And Guidelines For Quantitative Journal Of Applied Structural Equation Modeling Purposive Sampling : A Review And Guidelines For. 9 (December 2024). https://doi.org/10.47263/JASEM.9(1)01
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study : the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267–273.
Nababan, W. M. C. (2023). Time for Halal Products to Shine.
https://www.kompas.id/artikel/en-waktunya-produk-halal-bersinar
Naem, M., & Okafor, S. (2019). User-Generated Content and Consumer Brand Engagement (Issue August). https://doi.org/10.4018/978-1-5225-7344-9.ch009
Natalie, K., & Siregar, B. (2024). Analyzing the Influence of Various Factors on Generation Z’S Beauty Product Purchase Behavior. Jurnal Lebesgue : Jurnal Ilmiah Pendidikan Matematika, Matematika Dan Statistika, 5(3), 1618–1636.
Pakpahan, A. K., & Sembiring, R. J. (2022). Faktor Determinan Trust, Attitiude dan Perceived Consumer Effectiveness terhadap Purchase Intention pada Green Fast Fashion di Indonesia. Jurnal Syntax Admiration, 3(11), 1425–1435. https://doi.org/10.46799/jsa.v3i11.498
Pambudi, I. A. S., Roswinanto, W., & Meiria, C. H. (2023). Pengaruh Perceived Ease Of Use, Perceived Usefulness, Dan Perceived Enjoyment Terhadap Minat untuk Terus Menggunakan Aplikasi Investasi di Indonesia. Journal of Management and Business Review, 20(3), 482–501. https://doi.org/10.34149/jmbr.v20i3.577
Pamungkas, D. (2023). The Influence of Perceived Value and Product Involvement Towards Purchase Intention Mediated by Attitude. Journal of World Science, 2(7), 989–997. https://doi.org/10.58344/jws.v2i7.312
Pramesti, K. D., & Alversia, Y. (2017). the Influence of User Generated Content on Youtube Toward Purchase Intention of Motorcycle in Jakarta. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-234-7
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Published
2025-11-01
How to Cite
Zahra, S., Styawati, I., & Curatman, A. (2025). ANTECEDENTS OF PURCHASE INTENTION OF BEAUTY PRODUCTS IN THE MARKETPLACE. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1645-1661. https://doi.org/10.35508/jom.v18i3.21346
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Articles
